Generative Artificial Intelligence (Gen-AI) is an emerging technology that could revolutionize supply chain management (SCM). However, there are concerns about the benefits, challenges, and implications of Gen-AI for businesses and workers. Research on the impact of Gen-AI on SCM is important in helping companies make informed decisions about adopting this technology. Therefore, the objective of this article was to understand the aspects of Gen-AI’s influence on the management of SCM processes and people, exploring the benefits, challenges, and emerging trends. The methodology used for this study was based on field research and, as for the objectives, qualitative exploratory. Data were collected from 160 professionals working in SCM processes in Rio de Janeiro through an online questionnaire. The main results show that 25% of respondents already use Gen-AI in their processes and 17% have projects evaluating its use. The most significant benefit pointed out was increased efficiency. Technology can also improve the overall performance of SCM, but risks and ethical considerations need to be considered. Organizational learning is an accelerating factor of results in the implementation of Gen-AI in SCM. This study offers insights for academics and practitioners working in supply chains. The technology has further demonstrated a potential to improve the efficiency and performance of supply chain management (SCM), but some limitations need to be overcome for its better adoption.